giffgaff
How giffgaff Used Sustainable OOH to Promote B Corp Credentials
Challenge
Consumers increasingly expect brands to demonstrate genuine environmental responsibility. As one of the UK’s few B Corp-certified mobile networks, giffgaff wanted its new “We’re Up to Good” brand platform to reflect its commitment to people, communities and the planet.
To support a national relaunch and the introduction of new pay monthly plans, the brand needed a sustainable OOH advertising strategy that would build awareness at scale, strengthen brand perceptions, reach new audiences and align with its sustainability ambitions.
The challenge was not simply to advertise sustainably, but to ensure sustainability was embedded into the media strategy itself.
Strategy
Talon and MG OMD developed a nationwide sustainable OOH advertising campaign that balanced impact with environmental responsibility. The campaign was delivered in two phases.
The first focused on relaunching the brand through high-impact large-format digital OOH and premium banner locations designed to maximise visibility and memorability. The second phase shifted focus towards promoting giffgaff’s pay monthly offering using nationally scaled roadside and digital formats to maintain reach while driving consideration.
A key objective of the sustainable OOH advertising strategy was to minimise environmental impact without compromising campaign effectiveness. Media partners with strong sustainability credentials were prioritised wherever possible.
At every stage, sustainability remained central to planning decisions. Sustainable media solutions included, PVC-free banner materials, air-purifying banner technology designed to improve local air quality, renewable energy-powered digital screens, energy-saving screen operating schedules and media partners that were selected for their strong sustainability credentials.
This approach ensured the media plan reflected the same values that sat at the heart of the giffgaff brand.
Execution
The sustainable OOH advertising campaign ran across a carefully curated mix of large-format digital screens, roadside formats and premium banners nationwide.
Creative messaging brought the new “We’re Up to Good” positioning to life through bold, simple statements designed to capture attention and reinforce giffgaff’s customer-first ethos.
By combining high-impact formats with environmentally conscious production methods, the campaign demonstrated how sustainable OOH advertising can deliver both brand impact and responsible media outcomes.
Results
The campaign successfully combined performance and sustainable OOH advertising, delivering a carbon saving of 7,314kg of CO2 versus a standard media plan while supporting key brand and business objectives.
Want to learn more? Hear from the giffgaff team on how sustainability helped power this nationwide campaign. Read the interview here.
